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Consumers expect answer on social network in 15 minutes

Staff writer |
Consumers themselves are redefining the future of customer service according to a new report commissioned by BT and Avaya.

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The study "Autonomous Customer 2015: On hold for Intelligent Customer Service" shows that while consumers are perfectly happy to self-serve through websites and mobile apps, they have high expectations for quality service the moment they decide to seek third party support as nearly 79 percent expect to receive a response to a social media comment in 15 minutes or less.

In its third year, the independent report produced by Davies Hickman Partners covers 10 countries and is based on the responses of 5,500 consumers, including 500 consumers in the U.S.

The research has shown there are rich rewards for organizations that strike the right customer service balance, as 90 percent of consumers state they will buy more from organizations that are easy to deal with; leading to repeat spend and brand loyalty.

With traditional formalized customer service channels less entrenched, and consumer technology so readily adopted, many consumers expect to have the ability to video chat with an organization.

Nearly 50 percent of consumers surveyed would like to see the agent they are speaking with to better resolve complex service issues.

Similarly, accessing customer service through social media is on the rise, with 1 in 5 consumers believing Twitter and/or Facebook are the best ways to reach customer service.

The research shows that the phone is still the primary channel of choice for customer service issues, but 69 percent of consumers do worry about their personal security over the phone.

Another crucial point for customers is the ability to move seamlessly from channel to channel when it suits them. Nearly 82 percent of consumers believe organizations should always offer different channels to meet their customer service needs.

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